The document provides an evaluation of the production process for a music video. Key strengths included thorough research of genre conventions and technical elements. Strengths of planning included detailed equipment and location lists. Strengths of time management included completing filming during holidays and finishing editing on schedule. Peer feedback praised visual effects and imagery but noted some footage was pixelated and suggested getting more complex shots. The evaluation identifies weaknesses in research questionnaires, planning storyboards and contingency plans, and not collecting all audience data.

1. Evaluation
Matt

2. Production Process Evaluation

3. Research strengths
One of my strengths from my research was the amount of research of the artists
music videos and other videos in the same genre and picking out the genre
conventions and how the artist makes videos and what the common features in
the video were and how everything is stylised like clothing and actions.
Another one of my strengths in the research would be the technical reviewing of
how the videos are made like editing techniques and camera shots, the editing
was usually based off effects and transitions and even overlays like the vhs effect
or desaturating the footage, the camera shots are mainly based off the movement
of the camera and how it is used to effect from different angles and techniques.
Another strength of my research is the interviews since they were targeted
towards the actual target audience and the questions were directly related to the
actual product and influenced the decisions in the video.
Another strength of my research is the experiments which I made to try different
effects this helped me remember how to use premier pro again and to get used
the tools that are in the software.

4. Research weaknesses
A weakness of my research would be the questionnaire since it is very
vague to the actual product and wasn't very useful this is because of the
questions, and they weren't specific to the productions.
Another weakness of my research is the questionnaire this is because the
audience research is too general and didn't influence the style of the video,
but I could only see how the video might appeal to them with their music
taste and favourite artists.
Another weakness of the research was that the data about the people
wasn't collect like there gender information like this could have helped since
the target age range was males between 16-20 years old.
Another weakness could be the question about the punk aesthetic which isn't
a heavy part of the video and is more of an undertone and the question was
mostly irrelevant.

5. Planning strength
A strength of my planning is the equipment and clothing list this helps as a
check list for going to different locations to record, this helped me make sure I
had all my equipment together before recording.
Another strength of my planning is the schedule since it clearly stated which
location at and which day which was pre planned with my actor so he could
come as well as the schedule being flexible in case something needed
recording on a certain day.
Another strength of my planning was the shot list which said which location
the shot would be taken at then which would plan out what would happen at
each location.
Another strength of my planning was the location planning which numbered
each location and the accessibility of that location to me and my actor. This
helped me shorten down where I would need to go since most of the places,
we were going don't have names and it was simple

6. Planning weaknesses
A weakness of my planning was the storyboard since it shortened down my
plans and made me generalise them and the drawings are bad and don't
really show what I want the video to look like.
Another weakness is the contingency plan since it didn't prepare a solution to
a problem when I was recording which was there was people at the location,
and we need the footage, so we moved to a different location which looked
similar, but I hadn't planned for it to happen which was a big error in the
planning.
Another weakness is the production schedule because it wasn't very detailed
and was more of a generalisation than an actual plan which meant I had to be
familiar with what to do first instantly after making the plan.
Another weakness is when I was making the video, I started to divulge from
the original plan so I would have to try and make it loosely part of the plan.

7. Time Management strengths
A strength of my time management is getting all my footage during the Easter holiday, this was
done so when I came back to college, I could spend the whole time making the video I did this
because it would have been easier to do instead of wasting college time also my friend would
have been available the whole holiday to get footage.
Another strength of my time management is finishing my project on time this shows that I stuck
to my production play however basic it was I stuck to it and may have finished the editing half of
the plan earlier than expected.
Another strength of my time management is organising to get as many shots as possible in an
area with the locations nearest encase something comes up so there would be footage to work
with learning from my past music video project were my actor couldn't record for a week because
there was a corona virus breakout at his college.
Another strength of my time management was spending time researching different effects to add
into my video to make it look better as well as getting multiple of the same shot for variety.

8. Time Management weaknesses
A weakness of my time management was at the start of getting footage not
checking the footage for the cloning effect which meant it had to be retaken
but if I reviewed the footage after getting it then it would have saved time.
Another weakness of my time management was not getting stock footage
that I would want to go into the video and so I spent production time finding
footage from pexels which wasted my production time.
Another weakness of my time management was taking too much time on
the animation by using photoshop when I could have been using Png's and
jpg's when making the animations I which would have saved about a whole
day of production.

9. Technical Qualities
To add the lightning in the background I used the tool ultra-key and then selected
the background colour then adjusted the settings util it seperated the sky and
the tree and actor. This effect wasn't too difficult to apply but it took a while to
get right since I needed wanted it to slightly distort the remainder of the footage.
The effect came out relitively well since it did the desired effect the only problem
that I had with the effecct was that it lowed the footage quaility, but this shot is
very short and isn't that noticealble.

10. Technical Qualities
These animations I made through finding different letter fonts then cropping them down
to the letters then creating an animation where they changed, I did the "ego" and "nascar
aloe" seperatly. They both took a lot of time to make then saving them in a png format
then I would add the png's to the video then I would have to adjust them on the screen,
and I would let the png last 5 frames then I would do the same then copy and paste the
png's to make a loop and animation. The making of this aniamtion was very annoying and
tiedous with constantly having to save them as png's, I could have made the animtion
process a lot easier by saving each letter as an independent png and then add them so I
can adjust them.

11. Technical Qualities
The making of the clones wasn't too hard I layered all the footage then cropped them
down making the other layers visible this was how the effect was made bu the still shot of
the actor didn't work with the overall pacing of the video, so I need to add other layer to
make it match with the pace, so I added in stock footage of lightning, riots and an eye.
The riots are very faded, and it is more the motion that I wanted from the footage I added
the lighting and the eye since they went together nicely since I could edit were the eye
looks and make it look at the lighting. Even with these additions to the clone's scene it
still feels a bit abrupt, and it ruins the pace of the video, but it still does fit with the music
and makes sense as a sound of the video.

12. Technical Qualities
This is the first and second animation of the video, I made the first animation by
taking a frame of the silhouette of my actor and in then taking different faces then
overlaying it over the silhouette then taken the random magazine font I made the
word fear, and I did this in photoshop and saved each change as a jpg to then later
add into premier pro it was relatively easy since it was already done, I let each photo
run for 5 frames. The second animation was done in a similar style with each change
being saved as a jpg I drew on it which didn't work as well as I expected it to therefore
the first animation was made because it wasn't long enough, and I could shorten it
down more, I was not as happy with this animation as I was with the first one just
because of the way it looks and if I could re do it I would.
1st
2nd

13. Technical Qualities
This effect was achieved through keying and the colour of the background since the
background was black as well as the clothes that the actor was wearing so when the
lightning from the storm flashes it makes most of his body look like it is dissolving but once
the lightning stops it goes back to normal. I really like this effect since it is simple and is
almost unexpected to see it flash up.
Another effect that has been added was the animation of the text I see ghosts this is an
animation made in the same way as the ego text, but each letter comes in slowly.

14. Technical Qualities
I made this animation by using 3 png's and this animation was following the actor
actions this made the video a lot less ridged and made it flow nicer, it was also a lot
eaiser to animate since I was only moving png's and not having to use still pictures. This
made the animation quality improve a lot more. Using this technique was very useful
since there was a big part of aniamtion and it would have taken weeks to do so making
this technique was very beneficial.

15. Aesthetic Qualities
This is a running aesthetic throught the video the purpose of the mouth and eyes is to
distort the face of the actor and the short bursts that they are displayed is to almost
confuse the viewer, I also think of the aesthetic as separate entity, and it is tormenting
the actor. The strength of this aesthetic quality is it is consistent throughout the whole
project. The weakness of this aesthetic is that it is displayed for a very short amount of
time and if people are not concentraating then they will miss it or not catch it.

16. Aesthetic Qualities
This aesthetic was based off ransom notes which usually used magazine letters I
used this because I thought that it would work well as an animation with the letters
constantly changing and I could loop them. The strengths of this is it made the
beginning, middle and end and is used as a timestamp throughout the video to tell
you how far through the video you are. A weakness of this animation is how long it
took to make it and that you can notice the loop of animation after a while.

17. Aesthetic Qualities
This green overlay is preverlent throughout the whole video and the aesthetic it
originally was meant to look like night vision but after watching the playboi carti music
video for "sky" I liked the look of the green overlay, so I placed it in at random points.
The strength of this aesthetic is the bright colour of the green stands out from the
relatively dark rest of the video. The weakness of this aesthetic is that it could look out
of place in the video and could disturb the dark look of the video.

18. Aesthetic Qualities
This skull Png was added in as extra detail to make certain scenes look a lot better
and was added as a subtle undertone of the video and is always used with other
footage. The strength of this effect is in the first image it is different from the
distorted face to add some variety. The weakness of this effect is it is very irrelevant
especially in the second image where it is used as a transition and doesn't make
much sense.

19. Audience Appeal strengths
My product appeals to the target audience because of the genre conventons that I
implemented into my work like the dark themes and the effects, as well as the fast
pace which keeps on moving onto the next thing. I have also listened to the
interview information and put a lot of time into both recording and editing the
music video. Another strenght from my audience appeal is that the video can be
viewed by any ages, but the video still has mature themes involved.
Animation being used to
exaggerate the tones
No clear narrative used
The actor moving
around and being
high energy.
High amounts of editing
being used to match the
energy of the actor
Made the music
video a lot more
about its aesthetic

20. Audience Appeal weaknesses
My audience appeal weakness are appealling to not a wide auidence and only
appealing to a ceratain auidence which cuts out a lot of the genre target auidence
which is. Another audience appeal weakness is stylisation of the product and how
obscure it is and some of the themes and styles throughout the whole video are hard
to notice and digest for people aren't that interested in that style of video.
I didn't make any
other part of the
video not have the
actor as the only
focus of the video
I used elements of
the punk aesthetic in
my video even
though most of
my audience said
they didn't like it or
were indifferent to it
There wasn't many
slow moments

21. Peer
Feedback

22. Feedback 1
• What did you like about the product?
• I really liked the visual effects and all the imagery
that has been put on top of the video and to
create interesting visuals.
• What improvements could have been made to
the product?
• I think that you could improve the overall video
quality as it sometimes became pixelated.

23. Feedback 2
• What did you like about the product?
– I liked the effect with the multiple of the same actor at
once
– I liked the animations
• What improvements could have been made to
the product?
– The skull when it zoomed in could have been used as a
transition

24. Feedback 3
• What did you like about the product?
– The faces being distorted.
– Lightining creating flashing effect to create different
colours.
– Camera work.
– Text animation across the screen.
• What improvements could have been made to
the product?
– Make it clearer what is going on can be overwhelming
with all the effects.

25. Feedback 4
• What did you like about the product?
– Liked the style and concept of the video
• What improvements could have been made to
the product?
– Make it longer
– Gaps in effects

26. Feedback 5
• What did you like about the product?
– High amount of editing
– visually engaging throughout
• What improvements could have been made to
the product?
– Get more complex shots

27. Peer Feedback Summary
• What do you agree with from your peer feedback?
– That the footage on the YouTube video is very pixelated
– That the zooming in of the skull could have been used as a transition
– I should have got more complex shots to create more of a variety of shots
Why I agreed:
o I agreed with the footage being pixelated on YouTube the exported file isn't that pixelated this could
be down to the compression of the file by YouTube or that I used my phone to get the footage.
o I agreed with the zooming on the skull should have been used a transition since it cover the screen.
o I agreed that I should have got more complex shots since it would have given the video a lot more of
a variety from shot to shot.
• What do you disagree with from your peer feedback?
– That there were gaps in the effects
– Making it longer since I couldn't make the song any longer than it already was
Why I disagreed:
o I disagreed with the gaps in the effects because there is areas where there aren't any effects but all
the actual effects work to their desired effect.
o I disagreed with making it longer because the only way I could make it longer would be to pick a
different song.

28. Peer Feedback Summary
The changes that I would make to my work based off my peer feedback would
be to get more complex/interesting shots since most shots were taken in a
similar style and it could slow down the pace of the video so still shots like the
one for the chorus won't look out of place and won't slow down the overall
pacing of the video.
Another change that I would make to my work based on my peer feedback
would be making better transitions like the skull cross zoom which could have
been used as a good transition into the next clip.
Another change that I would have made based on my peer feedback would be
to use a professional camera for my video to make the footage a lot better
quality and then for exported video too also look better.